How Funnel Economics works

Transcript of the film

Narration of the film, version 4 of 16 October 2026. Time marks: start of each section in the film.

1. 00:00Pipeline volume is opinion. Audited forecast is fact.
2. 00:05Funnel Economics turns opinion into fact.
3. 00:10Budgets, capacity and targets rest on the forecast.
4. 00:14Yet what the forecast itself rests on often stays unclear.
5. 00:19So what is your funnel actually worth?
6. 00:22Your pipeline is a flow. Deals move stage by stage through the funnel. Some are lost along the way, others are won.
7. 00:31Every stage has its own win rate, measured on your decided deals. Amount times win rate gives the expected value, the bEFV (Baseline Expected Funnel Value).
8. 00:41And every rep has a flow of their own. Rep A moves steadily, rep B holds on to deals, rep C loses many early. The same deal is worth a different amount with each rep.
9. 00:53Where deals grow old for their stage, the pipeline can lose value. What counts is total age against the stage SLA (service level agreement). Volume keeps rising. The risk-adjusted value, the rEFV (Risk-Adjusted Expected Funnel Value), barely moves.
10. 01:06The distance between the two is Execution Value Leakage (EVL), the cost of inaction: a finding, not money lost. For the team, and for every rep.
11. 01:16Funnel Economics measures this every period: what was expected at the start, and what was actually won?
12. 01:24That gives a range with named cases. In the example, the realistic case falls short of plan. Where the gap arises shows by stage and by rep.
13. 01:34Behind it is a knowledge graph of the method: measures, values and patterns. With Strategist, a language model of your choice writes the synthesis, designed to trace every statement back to its measure.
14. 01:47What is your funnel really worth? And does it carry your plan? See it in Discover: on a demo org with fictitious data. Funnel Economics. Analyzed and synthesized.